This year, our client Veriserv relocated their head offices from Burntwood to Park Plaza, Cannock. The exciting move meant they required new signage and a change of company address on various touchpoints of the business. We supported Veriserv during the transition to ensure a smooth and quick change of address that was not disruptive to their staff or customers.
We began by scoping the location of the new premises to determine the type, size, location, and quantity of signs required. The layout of the business park is not straightforward making it hard for visitors to locate Veriserv’s reception.
We, therefore, designed specific directional signage to be placed throughout the site. We were asked to create and implement signage throughout the car park to clearly signpost where staff members, delivery drivers, and visitors should park their vehicles.
For the main building signage, it was important the lettering could be read from the main road away from the business park, to advertise Veriserv’s presence in a new location. The designed signage was relevant to the business and its branding, to suit the needs of the corporate head offices.
During the scoping, planning, and creation of the signage, visuals of the proposed designs in situ were submitted for approval before production and installation, allowing the customer to see precisely what would be installed.
Veriserv’s address is featured on multiple touchpoints of the business, including the website, related online processes, letterheads, business cards, and email signatures. We ensured each of these touchpoints were updated accordingly to avoid any inconsistencies when it came to their communications with clients.
At The Marketing People, our services ensure our clients and their requirements are supported from concept to completion, and we take care of all aspects when it comes to implementing new signage. As a fully integrated and encompassing marketing agency, we don’t just make the file for your artwork. We consult which signage is best for you and your customers, design the artwork in-house, create, and install the signage without you having to worry- while keeping you in the loop at every stage.
We are happy to welcome our newest member of the team, Danielle Jupp, to The Marketing People.
Danni has recently graduated from the University of Derby with a first-class degree after studying Marketing and Consumer Psychology for four years. She also has over a years’ worth of experience in the B2B and B2C sectors which will help her within her role as a Marketing Assistant, here at The Marketing People.
Working closely with Managing Director David Mitchell, Danni will gain a thorough understanding of overall marketing strategy and real-world application for businesses across all touchpoints. She will also assist in the delivery of our integrated Big agency skills, small agency bills through a cross-fertilisation of skills with other specialist members of the team.
Danni’s specific knowledge of consumer psychology provides her with a deeper understanding of customer experience and makes her such a vital asset to the team.
We can already see that Danni fits in with the culture of the business and as a part of the existing team perfectly.
Look out for calls and emails from Danni and make sure to join us by giving her a massive warm welcome.
We recently went live on our YouTube channel to answer an array of Digital Marketing questions sent into us by you! If you didn’t manage to catch us then here is everything you missed:
Before we go any further make sure you are subscribed to our YouTube Channel and have clicked the notification bell so you never miss a video again.
“Hi Pete, we’re a small retailer and have recently been running Facebook Ads very successfully however, as of yesterday we had our account suspended. What should our next steps be?”
Unfortunately, we’re not Facebook so we can’t explain why your specific account was suspended, but this is something that we are seeing more and more often. Facebook claim that accounts are being suspended as they are violating policy guidelines but you will have to contact Facebook support directly in order to get your account back.
Ideally, your business should be running ads on more than one platform in case problems such as this one occur. There are multiple ways to advertise on Google which we have discussed in a previous Digital Marketing Tuesday video but if you would like to discuss this further with us then book an appointment to speak with us.
“We are a florist that sells locally and online, can you help us increase sales? Currently, we’re doing leaflet campaigns and email marketing, are these methods effective?”
Email marketing is a great step in the right direction, especially since we’re coming up to Christmas and Black Friday has just passed. I think everyone is being bombarded with emails from e-commerce businesses at the same time though, so you have to be careful and make sure you stand out, but great job on setting that up.
What I would recommend for Florists and Gift Shops is to continue with the email marketing but alter the frequency. Also, top tip for you, make sure you get people’s birthdays from them so you can contact customers around their birthdays and send out reminders. You should also be sending emails to customers during any major holidays such as Valentine’s Day etc.
“We are a business that sells high-cost products. Can you help us find more ways to grow our business?”
All of this comes down to business metrics. What we witness a lot is clients approaching us saying “I want to run Facebook Ads” or “We want to run Google Ads or YouTube Ads” but before we do any of that we have to work out the Business Metrics for your specific business.
That might sound technical but it essentially comes down to:
How many customers do you need?
How many customers can you support at one time?
When you make a sale to that particular person how much revenue does that bring you?
And ultimately, what is your sales process?
You essentially need to identify where you are now and where you want to be in the future. If you would like us to go through this process for your business then book an appointment now.
If you’re selling high cost products or services, you don’t need many clients to get that initial upfront cost back. The way we grow businesses with that business model is through online events such as livestreams like the one at the top of this blog. They’re currently very popular and a great way to interact with your clients/customers. You could even just film videos and send them out to your customer base.
If you don’t have a customer base then you will have to put a bit more work into it to drive a bit of awareness and traffic to your business but by using platforms such as the Search Network, you can get in front of people who are searching for your product/service.
“We run ads at the moment Pete, were getting a high number of impressions but a low click-through rate. How do we amend this?”
This particular business is running Facebook Ads, Google Ads and Display Ads and this is what we call a click-through rate issue. So, they are being seen but no one is clicking on their ads. Whenever we see this issue, we tend to review the wording on the ads and if possible, we call out to the target audience directly.
For instance, a client we are currently working with has a customer base of both domestic and business users but their ads are calling out business owners only. This essentially narrows down their audience and targets specific people, so the more specific you can be, the better.
Another key thing to review is where you are sending people to once they have clicked on your ads. A common mistake we see businesses make is when they send people to the home page of their website – this is a massive no-no. You should be sending users to a page that’s specific to that problem and offers a solution as well, to reassure the person that has clicked on your ad that they are in the right place.
“Hi Pete, our business is currently focusing on doing email marketing. We are currently using Mailchimp but no one is opening any of our emails. What can we do to solve this?”
This has been a common question so if this is happening to you, you’re not the only one. We mentioned earlier that many businesses are sending out emails, due to the time of year, so there is a very high competition at the moment.
The way to fix this though is to look at your deliverables. Ideally, you shouldn’t be using your normal email provider, instead, you should be using software such as Mailchimp, Active Campaign, Infusionsoft etc (again if you need help with any of this then get in touch with us).
These types of software will allow you to look at your deliverables through the dashboard, so when you send out an email broadcast, you will be able to see:
How many people have received the broadcast
How many people have opened it
How many people have clicked any of the links in it
If you’re getting a very low open rate, which is typically anything less than 5%, we recommend that you review the subject line or the opening line of the email. At the end of the day, if people are not engaging with that subject line then they’re definitely not going to open the email to find out more information.
The main risk with having users ignoring your emails is having your email end up in the spam folder. If this is the case for your business then get in touch with us and we can help you take the next steps.
If you would like to find out how we can help you to attract, engage, convince and convert customers for your business then give us a call on 01543 495 752 or book an appointment.
Dogs are truly a man’s best friend… and in our case a colleague’s best friend too. At The Marketing People, our famous pooches George, Chops, and Sammy bring a lot of fun, happiness, and productivity to our offices and we want to share with you the top five reasons why you should have office dogs too! George, Chops, and Sammy are not only cute faces, but they also bring fantastic benefits to our business and colleagues too.
1. Build and Strengthen Colleague Relationships
Having the dogs in the office is the perfect opportunity for our colleagues to build and strengthen existing relationships and bond together over their common love for dogs! Having good relationships with colleagues is one of the top factors contributing to job satisfaction according to Jacob Morgan, Forbes writer. Additionally, better relationships amongst colleagues lead to more effective collaborative work within office teams, which is great for the business!
2. Increases Productivity and Improving Office Mood
This point speaks for itself here, having dogs in the office boosts everyone’s mood. From our colleagues to visitors, and even the postman- you can’t not smile at their cute faces. Despite the thought that dogs may be distracting in the workplace, once the initial buzz of the dogs being in the office fades, taking short breaks to pay attention to the dogs is ideal for reflection, focus, and productivity. A scientific study found that temporarily taking your mind off work for short bursts increases energy levels and motivation in the office.
3. Reduces Stress
For some of the stressful situations in work and difficult problem-solving tasks, you might get to the point where you just need something to make you smile. For us, George, Chops, and Sammy all shine their hilarious personalities and in those stressful moments, it’s just what we need. For those temporary moments of writer’s block or if something isn’t making sense- taking 2 minutes away from the computer screen to play with the dogs can be the perfect solution. It is also scientifically proven that caring for and stroking animals has stress-relieving physiological benefits and will directly reduce your stress hormone levels.
4. Icebreaker for Clients
Having dogs in the office can be a brilliant icebreaker if you have customers come into your offices on a frequent basis. Our dogs are very welcoming and friendly, and the introduction from an office dog can be the perfect start to your business meetings. Not only can the dogs offer a warm welcome, but they can help make you more memorable as a business- which could be the difference between potential clients signing new deals.
5. Great Opportunity for Exercise
Having the dogs in the office is the perfect motivator for taking a break during the day and giving yourself and your pooch a great burst of healthy exercise. Not only is this wonderful for the dog to get out for some fresh air, but it also gives colleagues an opportunity to take a mental break away from the desk at lunchtime. This gives you the opportunity to reflect on the morning's successes and come back to the office ready for a productive afternoon.
Points to Consider
Consider whether all your employees are happy with the idea of an office dog. It is important to ensure everyone’s opinion is considered, valued, and respected.
Keep a designated area for the dog(s) to relax during the working day. You have your desk, and they have their basket.
Create dog-free zones for any visitors that may be allergic to, or not like dogs. You do not want to upset customers or visitors, and for serious scenarios such as important meetings- a dog’s company may be more distracting than beneficial.
Ensure you have office dogs with the right kind of temperament. Untrained, yappy, or aggressive dogs will not set the right tone for the office so look to have calming, friendly, and happy dogs in your office.
Is the office space safe for the dogs to stay? Ensure all cables are neatly tucked away and human food is
out of snout reach! It is also important to consider exits and stairs and whether they need dog-proofing to ensure the dogs don’t have an office-wide adventure unsupervised!
Ashley Mitchell, Web Developer/Designer at the marketing people, is raising money for Teenage Cancer Trust by doing 3,000 push-ups this November.
The Teenage Cancer Trust is the only UK charity dedicated to giving young people the specialised nursing and emotional support they require. They state “Our vision is a future where young people’s lives don’t stop because they have cancer. We make sure they’re treated as young people first, cancer patients second and everything we do aims to improve their quality of life and chances of survival”.
Since the start of November, Ashley Mitchell has been working towards doing 3,000 push-ups to raise money for the Teenage Cancer Trust. Remarkably, Ashley managed to reach his goal of £150 in under 24 hours thanks to the support from his friends and family and donations are continuously being made meaning a total of £321 has currently been donated!
Ashley will be uploading a video each week to his Fundraiser Page on Facebook which shows him completing the challenge. Make sure to follow along on his progress and if you are able to make a donation, big or small, we would greatly appreciate it. Any contribution will make a huge impact.
Danielle Jupp has spent the last week completing some work experience at the marketing people after recently graduating from the University of Derby.
“I wanted to be in business and to help people; the perfect solution there is marketing because you’re helping people build their business, grow sales and I think this is just the perfect combination of the two”.
As a result of education and experience, marketeers make strategic moves. Some businesses will just say what they want to say to people, rather than saying what that customer needs to see or hear to actually take the right action that the business want them to take against the marketing activity.
So, what is marketing?
Marketing is a profession, not a hobby. It’s difficult to the answer “what is marketing” as there are so many aspects to it but put simply, marketing is the process of establishing your position in the market place and communicating with existing/potential customers in a way that puts you ahead of your competitors, in order to attract, engage, convince and convert customers.
“One of the key things that Danni has mentioned is the psychology element and that’s what marketing is all about. But by being qualified to do it, there’s a big difference, it saves clients’ money, it saves time and it saves presenting yourself in the wrong way and I think the strategy is the most important bit”.
Being educated in consumer psychology has helped Danielle to put a focus on the consumer journey. “The journey doesn’t just start at customers calling you up for a consultation or to buy your products, the journey starts, for example, when they look for your website. Was it easy to find on Google? When they found it was it nice to look at and easy to navigate? All these things play on your psychology”.
One of the main things that businesses go wrong with is not being able to look at themselves objectively.
“You need to have a look objectively at who you are as a business and what you’re offering. Empathise with your target audience, really stand in their shoes, stand the other side of the table and look at what they require”.
If you would like to find out how we can help you to attract, engage, convince and convert customers for your business then give us a call on 01543 495 752 or book an appointment.
Google Analytics is being updated to help businesses get a clearer understanding of their customers and ultimately get better ROI.
Read our short blog to find out what changes are being implemented and what benefits this could present to your business.
Google Analytics is a vital tool that millions of businesses, big and small, rely heavily on to gather significant insights into their customers and clients. With recent major shifts in consumer behaviour and privacy-driven changes to long-time industry standards, Google Analytics current approaches just aren’t keeping pace.
Google has stated that the new update “has machine learning at its core to automatically surface helpful insights and give you a complete understanding of your customers across devices and platforms”.
Four new powerful features are being introduced:
Deeper integration with Google Ads
Customer-centric data measurement
More granular data controls
As a result of Google’s advanced learning models, Analytics can now automatically alert you of any trends in your data. This means that you can easily identify which of your products or services are receiving the highest demand, so you can more accurately anticipate your customers’ future actions.
Google are continuously adding new metrics. One is a metric that can predict the potential revenue you could earn from a particular group of customers. This will allow your business to target high-value customers and gather more insights into why that audience is spending more than another audience.
Deeper Google Ads Integration
With smarter insights and new features, such as the metric mentioned above, it is easier to improve the ROI of your marketing by utilising the information you gather. The deeper integration with Google Ads allows you to “create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business”.
Google Analytics can measure app and web interactions together so it can now include conversions from YouTube engaged views that occur in-app and on the web in reports.
Customer-centric measurements are replacing the measurement fragmented by device/platform to give you a better understanding of how customers are interacting with your business.
Customer-centric measurements use multiple identity spaces, including marketer-provided User IDs and unique Google Signals, but only if the user has opted into ads personalisation.
You can gather a better understanding of when a user first discovers you to when they are converted, which is critical information. You will be able to identify what channels are driving new customers in the user acquisition report and then use the engagement and retention reports to understand the actions users are taking and whether they stick around after converting.
The new approach to data controls will allow businesses to better manage how they collect, retain and use their Analytics data. There are more granular controls for ad personalisation to let you choose when to use the data to optimise your ads and when to limit data use to measurement only.
Google Analytics is designed to adapt to a future with or without cookies and identifiers. Modelling will also be included in the future, to fill in the gaps where data may be incomplete. So, all in all, you can rely on Google Analytics to help you measure marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.
To get more information or to start utilising Google Analytics on your website give us a call today on 01543 495 752 or book an appointment now, we’d be happy to help.
Google have previewed a new call log feature that will help businesses keep track of any calls made through Google Search or Maps.
Google are always finding new ways to improve their platforms and this feature will undoubtedly help make it easier for businesses to stay engaged with their customers.
How the call log works
Google have stated that any calls, made by pressing the ‘Call’ button on a Google My Business profile, will show up in that businesses ‘Calls’ tab on their Google My Business app.
Calls will be made via a forwarding number, rather than the number on your profile, and an automated message that says ‘Call from Google’ will play before you are connected to the customer, so you will always be aware when a customer is contacting you directly through Google.
The ‘Calls’ tab, which will only be available on the Google My Business app and not desktop, will allow businesses to access both recent calls and missed calls. Calls are also kept for 45 days and will not track any texts.
This feature is currently in beta and only available in the US.
If you need any help with your Google My Business profile then get in touch on 01543 495 752 or book an appointment at a time that is convenient for you.
Google have recently announced that they will be supporting a new Schema.org markup that will assist retailers and allow them to add shipping information to their products.
Read on to discover what benefits this will provide to retailers and why every e-commerce business should implement this new feature.
What is this new update?
Since June 2020, retailers have been able to list their products across different Google surfaces for free. Google want to ensure that any user looking for a specific product can find it quickly and easily.
They are continuously investing in more robust tooling in Google Merchant Centre along with new kinds of schema.org options.
This update allows retailers to add any shipping details to a product listing. These details can include:
Estimated delivery timeframes
Company shipping policies
Where will the information be shown?
Once you have added the structured data, it will appear in the ‘Overview’ and ‘Stores’ tabs for a specific product result. The image below illustrates how the listing will appear.
Currently, this feature is only available in the US on mobile devices.
What are the benefits?
When users are looking at your products there is a chance that they are not yet at the purchasing stage. Users will consider many different options before they purchase from you, such as shipping costs and times.
By simply providing the user with these details upfront, you can help influence them to purchase your product from you.
A major issue that retailers face is ‘cart abandonment’. This is when users fill their shopping cart with items from your store but don’t actually purchase anything. In 2018, the worldwide Cart Abandonment Rate was estimated to average 79.17% across industries. A survey found out that in the retail sector 23% of shoppers abandoned carts due to issues with shipping.
This suggests that adding shipping details into your product listings can in fact minimise the number of users that abandon their carts.
If you would like to implement this new feature on your products, then get in touch on 01543 495 752 or book an appointment.
This plugin enables creators to easily make and publish Web Stories to attract more visitors to their sites.
What are Google Web Stories?
Web Stories is powered by AMP technology and allows you to create full-screen, tappable, engaging visual stories. They have a magazine-style layout that includes short videos/images with captions or large text headlines which link to longer content.
The plugin provides you with a way of turning your long-form, existing content into short-form content that users can easily digest. If the user is then interested in the content, they can click through to read the rest of the article on your website.
Where are Web Stories Shown?
Once published, Web Stories can be found in:
This means that your content will appear in more areas, to a wider audience, which will assist in bringing more traffic to your website. The plugin also improves your SEO and rankings, but more on that later.
How do you navigate the interface?
Web Stories has an extremely easy-to-use interface that allows you to simply drag-and-drop text and images to your preferred location on the workspace. There are also multiple fully designed templates, which help you to get started quicker.
You can either upload your own photos and videos or use the free stock videos and high-quality images provided through a collaboration between Google, Unsplash and Coverr.
For more information about navigating the interface click here to read Google’s Guide to the Web Stories plugin.
Web Stories and SEO
As we mentioned earlier, this plugin can actually help with your SEO and rankings, but only if your content is optimised correctly. There are a few ways to do this:
This ensures maximum compatibility with search engines and certain discovery features.
Optimise the images and videos you use.
For images, Google advises that you use PNG8+alpha/WebP for images that require transparency or JPEGs/WebP for any other image. In terms of videos, Google advises that you encode with the highest compression yielding acceptable results.
You can do this by either adding your Google Analytics ID in the ‘Editor Settings’ or by using the Site Kit by WordPress plugin.
Google’s Web Stories WordPress plugin is a great way to get your content seen by a wider audience. It is simple to install and has a very easy-to-use interface, with many features that will be updated regularly.
If you are thinking of installing this plugin on your website and would like more information or even just a helping hand, then do not hesitate to get in touch. We would be happy to get you set up and make sure your SEO works in your favour.
Get in touch now on 01543 495 752 or click here to book a free 15-minute consultation.
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Get in touch if you are serious about improving your marketing returns.
Call 01543 495 752
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